Portland, Ore.-based public relations agency LANE PR has prepared recommendations for businesses looking to reevaluate marketing strategies as the National Bureau of Economic Research declares a recession.

“When the economy hits a rough patch, companies typically scale back on marketing efforts,” said Wendy Lane, president and founder of LANE PR. “But while resources may be scarce, good ideas don’t have to be. With creative thinking and careful planning, businesses can introduce cost-efficient marketing programs that preserve, and even strengthen, market presence in a downturn.”